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Brand logo and brand gender: examining the effects of natural logo designs and color on brand gender perceptions and affect

dc.contributor.authorMachado, Joana César
dc.contributor.authorFonseca, Beatriz
dc.contributor.authorMartins, Carla
dc.date.accessioned2021-01-22T11:41:48Z
dc.date.available2021-01-22T11:41:48Z
dc.date.issued2020
dc.description.abstractThis paper examines how a critical dimension of logo design, namely naturalness, along with logo color, influences brand gender perceptions, and whether brand-design-induced gender perceptions ultimately impact affective reactions to logos. Data were collected from a sample of 260 participants, using a set of 24 unknown, manipulated logos as stimuli. Results suggest that while cultural logo designs effectively convey brand masculinity, organic logo designs enhance femininity perceptions. Using dark blue and light pink logo colors reinforce masculinity and femininity perceptions, respectively. Both logo masculinity and logo femininity have a positive effect on the affective response toward logos. Furthermore, this research analyzed the moderation effect of color on the link between logo design and logo gender perceptions, as well as the moderation effect of consumers’ gender in the link between logo gender perceptions and affect toward the logo. However, none of these moderation effects were supported by the data. This is the first research to empirically test the effect of natural logo designs on brand gender perceptions and, thereby, on affective reactions toward the logo. The findings provide practical guidelines about the design of a gendered logo using the naturalness of logo design and logo color, thereby facilitating gender targeting effortspt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationMachado, J.C., Fonseca, B., Martins, C. (2020). Brand logo and brand gender: examining the effects of natural logo designs and color on brand gender perceptions and affect. Journal of Brand Managementpt_PT
dc.identifier.doi10.1057/s41262-020-00216-4pt_PT
dc.identifier.eissn1479-1803
dc.identifier.issn1350-231X
dc.identifier.urihttp://hdl.handle.net/10400.14/31729
dc.identifier.wosWOS:000592107200002
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherPalgrave Macmillanpt_PT
dc.subjectBrand genderpt_PT
dc.subjectBrand logopt_PT
dc.subjectLogo designpt_PT
dc.subjectColorpt_PT
dc.subjectConsumer responsept_PT
dc.titleBrand logo and brand gender: examining the effects of natural logo designs and color on brand gender perceptions and affectpt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.titleJournal of Brand Managementpt_PT
person.familyNameCésar Machado
person.givenNameJoana
person.identifier.orcid0000-0003-3798-5299
person.identifier.scopus-author-id55115340800
rcaap.rightsrestrictedAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication1b96dd7b-e8b3-4d0a-8174-03048a593dff
relation.isAuthorOfPublication.latestForDiscovery1b96dd7b-e8b3-4d0a-8174-03048a593dff

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